SelApp — Retail Loyalty & & Mall Management Ecosystem
Senior Product Designer & UX Consultant
SelApp is a strategic retail platform designed to solve the primary challenge of physical shopping centers: guaranteeing recurring foot traffic. While the app provides shoppers with a gamified lifestyle experience, the core business objective was to build a “Retention Engine” for malls. By digitizing the loyalty experience, SelApp allows mall management to track visitor frequency, incentivize return visits, and provide tenants with data-driven proof of guaranteed traffic.
- Retail Tech / Loyalty SaaS
- Mall Stakeholders, Retail Tenants, and Shoppers
- Mobile App & Management Analytics Suite
- www.selapp.ma
- Product Objective
- The objective was to transform the mall from a passive physical space into an active digital community that rewards loyalty. The project focused on increasing Customer Lifetime Value (CLV) for the mall by creating digital "hooks"—such as personalized rewards and exclusive event access—that turn one-time visitors into recurring shoppers. For mall owners, the goal was to provide a transparent system that tracks and guarantees visitor volume to their retail partners.
- My Role
- As the Senior Product Designer, I led the UX strategy for the Loyalty & Retention loops. My role was to design the end-to-end journey that brings a user from their home into the mall and, most importantly, back again. I was responsible for the management side of the platform, where I designed the data treatment tools that allow mall owners to visualize "Repeat Visit" metrics and treat user data to create hyper-targeted retention campaigns.
Core Challenges
The main challenge was Bridging the Physical-Digital Gap. We had to ensure the app felt valuable enough that users would actually use it every time they entered the mall. From a management perspective, the challenge was Attribution: proving that the app was the direct cause of a return visit. I had to design a seamless “Check-in” and “Reward Redemption” flow that captured this data without creating friction for the shopper or the shopkeeper.
My approach focused on Retention Mechanics and Business Transparency:
Retention Loop Research
I analyzed the psychology of “The Return Visit,” identifying what rewards actually motivate a user to travel back to a physical mall (Exclusive access vs. standard discounts).
Loyalty Architecture
designed a multi-tier loyalty system where users earn status based on visit frequency, not just spending. This directly supports the mall’s goal of high foot traffic.
Management Data Treatment
I built an admin dashboard that focuses on Cohort Analysis—allowing managers to see how many users returned within 30 days and which “Traffic Triggers” (Push notifications/Flash deals) were most effective.
Vendor-Admin Workflow
I designed the interface for individual shop owners to validate rewards, ensuring that the “Guaranteed Traffic” data was verified at the point of sale.
Iterative Stress-Testing
We put the new prototypes through rigorous testing with both legacy and new users to ensure the balance between power-functionality and ease of use was maintained.
The platform successfully turned “anonymous visitors” into “identifiable, recurring customers”
Increased Visit Frequency
The gamified loyalty loops led to a significant increase in the average number of monthly visits per user.
Traffic Transparency
Mall management gained the ability to provide “Traffic Guarantee” reports to tenants, showing exactly how many shoppers were driven to specific zones of the mall via the app.
Effective Data Treatment
The management dashboard allowed for the segmentation of “Loyal” vs. “Churrn-risk” users, enabling automated retention campaigns that saved the marketing team hours of manual work.
Higher Conversion & ROI
By targeting users based on their physical proximity and past visit history, the app achieved a 45% increase in offer conversion rates, directly boosting retail sales.
